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Fordism, Mass Tourism and the Third Reich Hasso Spode Today

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Fordism, Mass Tourism and the Third Reich Hasso Spode Today The "Seaside Resort of the 20000": Fordism, Mass Tourism and the Third Reich Hasso Spode Today, sociologists and economists tell us that we live in a „post“ society: postmodern, post-Fordist, postindustrial. If 'industrial' means coal mines and steel mills, this is not entirely wrong, but if it means the basic principles that govern our world, it is a fallacy, mixing the ever changing surface with the hidden structure. This structure is known under terms such as division of labor, efficiency or rationality. Many elements of this structure can be traced back to the Early Modern Period, some even to the Middle Ages and to Antiquity; its concrete shape, however, emerged step by step since late 18th century, and its victory can be dated - metaphorically, if not literally – as having taken place in just one year: 1936. In 1936, the structure finally exceeded the boundaries of the sphere of production and started to invade the whole rest of the world - the computer was born. One might think that the history of the computer does not have much to do with the history of tourism. In fact, there are strong links. Although tourism is regarded (and sold to us) as a counterpart to our frantic, efficient everyday life, as a realm of relaxation, of playful values and practices - as a mass phenomenon, as everybody knows, tourism and tourists are inevitably part of the very same machinery which they try to elude. The flight from efficiency is organized by efficient means. Let us have a look at these means1. "Modern Times" In February 1936, Charlie Chaplin's new film was released: 'Modern Times', the tragicomic parable about depravation through technology. Chaplin succumbs to the rhythm of the assembly lines; the machinery runs faster and faster, culminating in an apocalypse. The film was a huge success; for it dealt with a topic that was the subject of much controversy on both sides of the Atlantic: "rationalization". It was not only about the new form of factory organization. Rationalization had entered consciousness as something that permeates all "spheres" of life. Some, such as Max and his less known brother Alfred Weber, saw rationalization as a fatal destiny, forcing people into an "iron cage" of dependency, ushering in the "domestication of the world", wiping out all freedom and spontaneity. However, others, such as Frederick Winslow Taylor, saw rationalization as the vehicle that would transport humanity into a happy future of full department stores and order books. This debate can be traced back at least as far as Rousseau and Voltaire and is, as we know, still unresolved2. Between the wars, however, it dominated thought with tremendous force. For levels of meaning were bestowed on the concept of rationalization: Firstly: a logical meaning to refer to the basics, the universal principle of efficiency. Secondly: a philosophical meaning was sometimes linked to this first level; its purpose was to refer to the interpretation of long-term historical processes in the Western World (as analyzed by Marx, Weber, Durkheim and others). Thirdly: a technological or economic meaning to refer to the most recent stage in this process (as analyzed by Taylor, Münsterberg, Gilbreth, Bedeaux and others). 1 Finally, mentioned here only for the sake of completeness: a psychological meaning, namely the use of pseudo-rational justifications for irrational behaviour (as defined by Sigmund Freud). The rationalization discourse between the wars generally referred to the third level, meaning mass production, meaning "Taylorism" and "Fordism"3. These were the catch words which stirred up the public, frightened the workers, inspired the managers and divided parties and trade unions. The basic principle, however, still did not move the people; it still remained in expert circles. But it proved to be highly universal - the grammar of rationalization became visible. This grammar is based on the idea of disassembling and recombining: Breaking complex processes down into their individual components, then combining them again to form a new structure. That which is superficial can be discarded; that which is mixed can be separated. The processes, dirtied with significance, with meaning and morality, with traditions and arbitrariness, these processes have been melted down to the pure scaffolding of relations – as translucent as crystal and as unsurprising as double-entry bookkeeping4. The practical application of this idea also requires internal transport systems and a central clock, a metronome which coordinates the machinery. Essential aspects of the grammar of rationalization were formulated by economists and mathematicians in the 19th century and, at the same time, practically applied to assembly-line work – first, in Cincinnati’s and Chicago's slaughterhouses, and from 1913 onwards, in Henry Ford's car factory in Detroit. The assembly line was less an application of theories; rather, the new organization of logic and the new organization of work resulted from the same Zeitgeist. But, in turn, the assembly line directly inspired the attempt to automate not only production, but also thinking. In 1936, as already mentioned, the computer was born, i.e., the universal calculating machine (a device so universal that not only can it count numbers, but it can also play music, show movies or process texts like this one). The concept of the computer was simultaneously worked out in England, the USA and Germany. The mathematicians Alan Turing and Emil Post designed their computer theories on a sheet of paper (initially in order to solve the problem: "what does calculation mean?"), whereas the engineer Konrad Zuse started to build a real "calculating-plan based calculator" out of sheet metal, driven by the motor of a vacuum cleaner5. All three had the new, radical forms of the division of labor in mind and their concepts were more or less identical, using components such as interchangeable programs, storage areas, processing units, in and output units, central clocks, and foremost: the principle of decomposing every operation into its basic elements. As everybody knows, their invention heralded a new era - from now onwards, thought, too, was to be taken over by machines. And a further pioneering invention is associated with the year 1936: the holiday machine. On May 2nd, Robert Ley, leader of the German Labor Front (Deutsche Arbeitsfront), laid a foundation stone on the island of Rügen. "The most colossal seaside resort in the world" was to be built by the Baltic Sea. Millions of German workers were to recuperate here and simultaneously demonstrate the superiority of that which is genuine, national socialism. Such a task had nothing to do with the nostalgic ideology of „blood and soil“; it required cold-blooded, modern solutions – it required a holiday from the assembly line. "Kraft durch Freude" Two years earlier special trains had rolled all through Germany. Within a week, ten thousand "worker- vacationers" were carted from the grey cities to the clear mountain air. This cheap travel was accompanied by an unbelievable torrent of propaganda. The organizer was the Deutsche Arbeitsfront6. More precisely, the travel department of the affiliated leisure organization with the bombastic name Nationalsozialistische Gemeinschaft "Kraft durch Freude" (National-Socialist Community "Strength through Joy"), abbreviated as NSG "KdF" or simply KdF. 2 KdF had been founded in November 1933, thus marking the provisional end of a harsh internal dispute on the role of the Arbeitsfront, an offspring of the small National Socialist trade union of the Weimar Republic. Ley's plans to form an almighty, corporativistic Nazi union had been thwarted: the Labor Front, although the biggest and the wealthiest organization in the "New State", was reduced to a mere Party's instrument of propaganda and means for controlling the workplace. But how could the Labor Front "win the hearts of the workers" without supporting their interests? For it had to keep out of the industrial disputes, so the Labor Front looked for another sphere of activity - and found leisure time. Of course, Ley did not admit his defeat when he held his speech7 at the KdF’s founding congress. Instead, he made it look like a victory opening the prospect of a "people's community" (Volksgemeinschaft), where all Germans will have equal access to the cultural assets. In his speech, Ley drew a line between the ongoing debates on the perils of rationalization - the loss of "joy" at work, the "ruin" of physical and mental health, the increase in "nervousness" – on one hand, and, on the other, on the justified "envy" and the "inferiority complex" of the workers, fueled by "Marxist" ideology. By offering the masses all sorts of once privileged leisure activities, Ley announced, KdF would become a decisive tool for overcoming class struggles and for improving health and performance by assuring the "complete relaxation of body and soul". At that time, holiday trips did not have high priority among the KdF’s planned activities. In particular, the head of the new organization (and also chief of the Reichs-Radio Chamber), Horst Dressler- Andress, primarily sought to bring "high" culture – the arts, literature and classical music - to the workers; indeed, KdF arranged concerts and exhibitions in the factory halls (even of „degenerated“ artists like Nolde). However, the focus of the activities was changed quickly, since in May 1934, the first KdF trains had met with an overwhelmingly positive response. The initiators - foremost Ley, Dressler-Andress, and the head of the travel department, Bodo Lafferentz - were themselves surprised by their success and promptly expanded the travel program8. They were pleased that they had stumbled into an enormous gap in the market. From now on, the founding of KdF was traced back to a Führer's order: "I want every worker to get sufficient holiday time, and I want everything to be done so that these holidays and his other leisure times become a real recreation."9 With four fifth of KdF's turnover, the travel department (Amt Reisen, Wandern, Urlaub) soon became the most important of all of KdF’s branches; many people only regarded KdF as a state-owned travel agency.
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